MillerCoors Has Entered The Chat: Will Launch Vizzy Hard Seltzer In March

It was only a matter of time before MillerCoors (renaming to MolsonCoors next year) jumped on the hard seltzer bandwagon. Sure they have Henry’s Hard Sparkling Water, but that’s not quite the same thing as White Claw and let’s face it, White Claw is the gold standard these days.

So with that, they’re gearing up to launch Vizzy (could use some work on the name), a hard seltzer comparable to White Claw and Truly.

According to Milwaukee Business Journal, Vizzy will launch with four flavors — Black Cherry Lime, Blueberry Pomegranate, Strawberry Kiwi and Pineapple Mango. It will weigh in at 5% alcohol-by-volume, have only one gram of sugar and 100 calories.

The hard seltzer market absolutely exploded over the summer and only estimated to grow more in 2020. MillerCoors said its current variation, Henry’s Hard Sparkling Water, grew sales volumes 126.5% year-to-date in 2019.

“It’s simply not enough as we think of the trajectory and the opportunity in this category,” Sofia Colucci, vice president of innovation at MillerCoors, said in the blog. “We need to do more, and Vizzy is a key part of our plan to double-down on seltzers and come in with differentiated and consumer-relevant propositions. There’s nothing else like it.”

Vizzy will also be the first alcoholic seltzer made with acerola cherry, a super-fruit with high amounts of antioxidant vitamin C.

White Claw, Truly, Bud’s new seltzer, PBR, Four Loko, and now Miller is getting into the mix. Summer 2020 is about to be hard seltzer anarchy.

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